Controversial Advertising 2011

Controversial advertising is a bit of an easy "cheap shot" I think. That doesnt make it bad....just the easy route to get noticed. As discussed in earlier segments controversial advertising is one that could be deemed: shocking, offensive, unethical, politically incorrect and/or humorous. It is open to interpretation and if necessary judged by an authoritative body such as the Advertising Standards Bureau.


Generally speaking objectives are to: grab the audiences attention, drive word of mouth/go viral and stick in peoples heads.

Most common product category offenders:

·Alcohol

·Fashion

·Government

·Not for profit

Advertisement: Get Up- "Its Time" TVC

Cited from: http://www.youtube.com/watch?v=_TBd-UCwVAY&feature=player_embedded

Sourced on: 30/11/2011

Trade Press:

Cited from:http://www.bandt.com.au/news/breaking-campaign--getup-champions-gay-marriage-wi

Sourced on: 30/11/2011

Target Audience:
This video was launched online and asked viewers to share online with friends and family, therefore the target audience would be those Australians who use the internet and social media in particular. Generation X and Y'ers would be the most likely to push an initiative such as this due to their progressive views about Australian societies development.

Nature of the controversy

Gay marriage is an issue that still causes a lot of controversy to this day. As homosexuality has only been legalised since the 1970's, it is an issue which still ruffles a few feathers. 

The Baby Boomer generation saw the first legalisation of homosexuality in 1972, which helps to explain some of the lingering prejudice to this day. For the first twenty years of some baby boomers lives it was illegal, so their feelings are understandable due to their upbringing and the views of their parents. Yet just because its understandable does not make intolerance ok.

There has been huge progress in Australians acceptance of one another in the last couple of decades. From the legalisation of homosexuality in the 70's, national service being abolished, the introduction of divorce, women entering the workforce, reconciliation in the early 2000's, Kevin Rudd saying sorry to the aboriginal people from Australia and having a female Prime Minister; Australia has propelled into the 21st Century.

Gay marriage to this day is fought for by not-for-profits such as Get Up, as well as various lobby group with ever growing demonstrations for the cause each year. As of 2011 Roughly 60% of the Australian population supports gay marriage according to statistics, demonstrating that Australian society has continued to move forward and become more accepting since the first legalisation in 1972.

My Opinion

The way that this TVC has been shot shows that homosexual people live in the same way we do, they aren't from another planet. It helps to shed light on a very current topic in the Australian public arena.  
I think this has been a very successful campaign. The video is now all over social media platforms and is being shared by many. It has succeeded in going viral, and has caught attention and hopefully will work in achieving its goal. 
I believe that love and commitment shouldn't be restricted because you dont want "them" to have a piece of paper. Furthermore, those who believe that it will tarnish the sanctity of marriage...Kim Kardashion, Brittney Spears and the most divine Elizabeth Taylor herself already saw to that.